Absolut Vodka wanted to show their version of the popular drink containing only mineral water, vodka and citrus fruit. They wanted to make it more Absolut and thereby a more interesting encounter. At the same time one of their goals was to keep in mind the origin of the drink, being the fashion industry. A subtle message in the campaign was that this drink also is a bit slimming, because of the mineral water being used instead of soda. This was incorporated by showing the measuring tape, which serves as an object for making couture, as well as measuring the body size.
I was the creative force on this assignment from the beginning to the end and helped them reach their vision. Jannick Børlum was the photographer and the drink styling was done by Rene Hedeland Larsen from The Cocktail Lab. Here is the result. Keep an eye out for the campaign on the streets and in the bars.